Description:

Since its launch, MONDAY Haircare has expanded from Australia and New Zealand to nearly 40 countries, with products available in 65,000 stores through over 100 major retailers. With 10 new products released in the last year alone, and over two dozen industry awards, MONDAY has become the #1 haircare brand on TikTok, reflecting its immense popularity and growth. 

To reflect its new global positioning, MONDAY undertook strategic brand work to uncover new audience insights and establish a unique brand platform to deepen consumer emotional connections. The target audience, largely female-identifying Gen Z and Millennials who are digital and social media natives, seek community, connection, and innovation from brands. Insights revealed these consumers are loyal beauty devotees who view beauty as a means of expression and confidence. The resulting brand platform ‘No Bad Mondays’ encapsulates the idea that MONDAY can transform the most dreaded day of the week into a fresh start, aligning with the brand’s ethos of “good hair every day”. 

The 'No Bad Mondays' video campaign, styled as an iconic TVC for a digital-first landscape, showcases MONDAY’s evolved brand ethos. It humorously addresses common Monday anxieties, offering a transformative solution through MONDAY Haircare, promoting the idea that good hair can inspire confidence every day of the week. Featuring a “mini-movie” format with characters overcoming Monday adversities, the campaign's style is a modern twist on iconic 80s and 90s shampoo commercials, featuring a relatable cast, contemporary scenarios, and a nostalgic yet fresh aesthetic.

Produced by New York-based agency Studio Select, the campaign involved top tier creatives and achieved 351 million impressions and over 22 million views within two months. The comprehensive marketing strategy included digital, social media, print, and experiential activations, with out-of-home marketing in major US cities and events in New York, Paris, Amsterdam, Toronto, and Sydney.

By integrating high production values, strategic collaborations, and a multi-faceted approach, the 'No Bad Mondays' campaign has significantly elevated MONDAY’s brand presence, creating widespread market reach around the world and a deep emotional connection with consumers.